INSTASPACE

Market Research + Marketing + Product Innovation

How might we take the experiences people seek from Instagram and come up with a new, value generating offering?

InstaSpace is a new offering that provides millennial women with a venue for self-expression. It does so by providing creation, beauty, and community through the use of a mobile app, activities for creating, beautiful finished products, and in-person interactions with other creatives. It's a two-sided platform connecting active creatives.

Course: Market Insight - MBA in Design Strategy, CCA

Role:

  • I worked on a team with three classmates and played a significant and extensive role on the project by helping to formulate the basic stakeholder interview questionnaire

  • I facilitated an ideation session to come up with viable new products or services based on the research findings.

  • I collaboratively led the content strategy for the presentation report in order to effectively tell the story of how we arrived at our recommendations for Instagram and to communicate our marketing plan.

 

Tools/Frameworks:

Street Intercepts

Market Research

Ideation

Brand Strategy

Experience Strategy

 

CHALLENGE

 

Investigate the key experiences people seek from a company and come up with a new offering that leverages those experiences to build deeper relationships and generate a new, profitable revenue stream.

My team chose to use Instagram for this project.

Target Market

Design Thinking Facilitation

Storytelling

Need-finding

Pattern-finding

Millennial women ages 18-34 who are creatives: designers, artists, makers, photographers, creative thinkers, etc.

 

 

 

UNDERSTAND

Research Methods

  • Primary Research

    • Street Intercepts

    • Qualitative

  • Secondary Research

Background

people worldwide use Instagram every month

people worldwide use Instagram every day

of Instagram users are women

of Instagram users

are between 18-29 years old

of women in the U.S. aged 25-54 report spending more time on Instagram now than 6 months ago

 

Current Touchpoints

 

Street Intercepts

We conducted 15 street incercepts in total, I was responsible for 6 of them. We interviewed  11 millennial woman in San Francisco at the Contemporary Jewish Museum, CCA, a bar in the Mission, Yerba Buena Gardens, and four millennial women in Venice, CA at Abbot Kinney.

Key Findings:

Through the research we identified five experiences sought from Instagram: Beauty, Community, Validation, Creation, and Wonder.

Beauty

Beauty is often subjective, but we find most users seek it, albeit in different ways. We found that users capture and share what they perceive as beautiful and they create/edit or search for something elegant or aesthetically pleasing

Instagram users seek a sense of unity and connection with other human beings. This is primarily derived from building a network of followers/members followed, and having the opportunity to exchange with them.

Community

Recognition is a key part of the Instagram experience. Users experience validation via likes, comments, shares and follows. 

Validation

We identified creation as a form of self-expression as one of the experiences derived from Instagram. This manifests in the form of deliberate photography, use of filters, and curating a gallery.

Creation

Wonder is part of the Instagram experience in how it can make users feel transported to another place and users have access to awe-inspiring images and creations. Users use hashtags, geo-tags, or follow celebrities and brands to obtain a sense of wonder.

Wonder

Segments

Based on the combination of experiences users seek from Instagram, there are four segments: Archivist, Creative, Flaunter, and Researcher.

 

Experiences: Community, Beauty

Archivist Segment

Characteristics:

  • Searches hashtags and geo-tags to research places to visit/eat

  • Views photos of handbags interior design, and other for ideas of things to buy

  • Views photos of places

Experiences: Creation, Beauty, Community

Creative Segment

Characteristics

  • Edited photos

  • Artistic, beautiful photos

  • Consistent, curated look/feel

  • Gallery as personal image

Researcher Segment

Experiences: Wonder, Beauty

Characteristics

  • Searches hashtags and geo-tags to research places to visit/eat

  • Views photos of handbags interior design, and other for ideas of things to buy

  • Views photos of places

Flaunter Segment

Experiences: Validation, Community, Beauty

Characteristics

  • Posts photos of achievements, gifts, cool places they’ve been, themselves, and accessories

  • “Like” count is important

 

IDEATE

Opportunities

After researching each segment, we had an ideation session where we thought of potential new offerings that leverage the experiences each segment looks for in Instagram.

Archivist

  • Improve features on Instagram app to enable sorting and searching posts - no new product offering recommendation.

Creative

  • Provide opportunities to network with other creatives

  • Provide opportunities for users to create beautiful things besides posts
     

Researcher

  • Enhance users’ ability to find new things and places

Flaunter

  • Provide users other ways to affirm their identity aside from sharing photos

  • Provide opportunities for people to connect in real life

We came up with several potential solutions, including InstaSpace, InstaView, and InstaFest

InstaSpace

Segment: Creative

Experiences: 

  • Creation: Place to make things and learn new art & design skills

  • Beauty: Visually pleasing space with Instagram look/feel

  • Community: Members-only collaborative space for creative people

Characteristics

  • Membership fee

  • Coffee/Food sales

  • Co-working space

  • Creative workshops

  • Maker equipment

  • Images from Instagram on the walls like a gallery

Experiences: 

  • Wonder: Users can explore new and inspiring places and things

  • Beauty: Find beautiful places

Instaview

Segment: Researcher

Characteristics

  • Interactive map

  • Search by interest or location

  • Find people to follow and places to go

  • Recommendations

  • Reviews

 

Instafest

Segment: Flaunter

Experiences: 

  • Validation: Recognition by being invited to an exclusive event

  • Community: Part of a members-only group

  • Beauty: Visually and culturally rich surroundings

Characteristics

  • Tickets only open to members

  • Place to be seen

  • Cultural: art, music, and theater

  • Global: can be adapted to multiple contexts and locations

 

Topline

To validate InstaSpace, I put together a brief and asked millennial women (the target market) several questions, including, "Would Instagram be credible if it offered InstaSpace?"

 

 

Check out the InstaSpace Marketing Plan and go-to-market strategy.

 

InstaSpace exists to provide millennial women with a venue for self-expression. It does so by providing creation, beauty, and community through the use of the mobile app, activities for creating, beautiful finished products, and in-person interactions with other creatives. It's a two-sided platform connecting active creatives.

InstaSpace’s mission is to enrich lives by connecting millennial women to opportunities where they can practice creativity beyond the digital world and experience creation, beauty, and community.